There’s another AI advertising skirmish brewing.
Meta debuted a new ad campaign on Thursday with a spot promising that the “future is for everyone,” complete with fairies and butterflies. “Meta has always believed in giving people the power to share, connect, and shape your world in the ways you want,” CEO Mark Zuckerberg wrote.
It’s hot on the heels of Anthropic’s “hard questions” ad two weeks ago that raised eye-brows with its bleak imagery. Some AI fans thought that it was overly pessimistic or “doomer,” opening with a house burning to the ground. Sam Altman wrote on X that he initially thought the ad was “satire” from a fake account.
There’s no direct call-out of Anthropic in the Meta ad, and Meta began working on its campaign long before Anthropic’s ad debuted, a person familiar with the matter said. Still, its structure is strikingly similar, even if the imagery stands in stark contrast. AI companies have brawled in ads before, like the Super Bowl battle between Anthropic and OpenAI.
Here a side-by-side comparison (Anthropic’s ad on the left, Meta’s on the right) highlighting the similarities — and key differences.
Both ads address AI anxiety.
It’s no secret: AI often elicits fear, anxiety, and boos.
The first half of Anthropic’s ad features questions about these worries. “Can AI be trusted?” one voice asked. “Who’s gonna hit the brakes if we need to?” another asked. (Anthropic also clarified that all of these voices were human, not AI.)
The Meta ad also references these concerns, but only for a few seconds. There are flashes of headlines, warning about AI job losses. The tone also sounds a bit accusatory: “Some people will have you believe AI will make us less connected.”
Anthropic stays on sour images, while Meta brightens up.
Shortly after referencing the negative headlines, the Meta ad changes to a colorful beam of positivity. There are rainbows! Hugs! Children with butterflies!
Meanwhile, the Anthropic ad lingers on those worries. Over a stilted, staccato piano soundtrack, the ad flashes to photos of homelessness and alludes to death with an imagery of a cemetery.
You can see the tonal difference in the (hidden) faces.
One clear difference between Anthropic and Meta’s ads: the faces shown.
The Anthropic ad flashes a man with his hands on his head, possibly in pain or stress — or at least deep in thought. Meanwhile, the Meta ad flashes to arched eyebrows and wide eyes. One can imagine that, if the camera panned down, they’d be smiling.
Meta is clearer about its product placement than Anthropic.
You could watch the Anthropic ad and not realize what company it was for, until the Claude logo flashed at the end.
Anthropic’s product placement is relatively subdued. There are a few shots of people in front of computers, where Claude is visible but blurry. The clearest reference is the Claude stickers on a laptop, but those are partially cut out of the shot.
Meta’s logos are all over its ad. There are references to Facebook, Instagram, and WhatsApp. At one point, the ad shows Meta’s new AI model name in full: Muse Spark 1.1.
Both ads come around to celebration.
While it takes a bit longer, the Anthropic ad eventually strikes a hopeful tone. The voices ask about becoming better teachers and parents, thanks to AI. There are delightful shots of people spraying water into the street.
Meanwhile, Meta’s joy intensifies. There are celebrities, like Jalen Brunson and Kylie Jenner (Meta partnered with Jenner for its latest AI glasses). There are more shots of children.
People might find Anthropic’s message muddled.
The final line of Anthropic’s ad strikes both tones.
The first two words are positive, about “hope.” It brings back the joy we saw, the whale flying through the sky. The close is “hard questions,” a reminder of the ad’s opening. Those worries — the job losses, the burning houses and cemeteries — won’t go away.
It’s a tricky balance to try to strike in an ad, and it makes sense that it left some people saying they found it muddled or confusing.
Meta’s message is (not shockingly) positive.
Meta’s ad ends on a high note.
“The future is for everyone,” it commands. It promises us equal access and usefulness. But there’s no reference to those worrying headlines earlier in the ad. They seem to have washed away, replaced by one big smile.
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